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BIG CONTENT
STRATEGIES
By: Aaron Friedman
SMX ISRAEL 2014

@aaronfriedman
@aaronfriedman
@aaronfriedman
LET’S TALK ABOUT
@aaronfriedman
LET’S BUILD A

@aaronfriedman

CONTENT STRATEGY
LET’S

@aaronfriedman

ABOUT
“Others have seen

and asked

Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4

@aaron...
… I have seen

Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg

@aaronfriedman

an...
AARON FRIEDMAN
Director of SEO at
@aaronfriedman

www.digitalhighrise.com

aaron@kahenadigital.com

@aaronfriedman

That h...
I HAVE DONE SEO FOR SOME

@aaronfriedman

COMPANIES
RANKING IN GOOGLE
IS A FUNNY THING

@aaronfriedman
RANKING IN GOOGLE
and ridiculous

IS A FUNNY^THING

@aaronfriedman
HERE WE ARE PREACHING CONTENT IS
KING
Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20...
BTW, he didn’t really say
that…

knowing is not enough, we must apply…
willing is not enough, we must do
-Bruce Lee-

BUT ...
WE ARE STILL FOCUSING ON THE
WE ARE STILL FOCUSING ON THE
WRONG THINGS
Guest Blogging

(FYI: You better stop this soon)

K...
WAIT…
WTF WAS THAT?

@aaronfriedman
@aaronfriedman
SHAKING S#*T UP
Recent Changes
from Google
have made it
impossible to
keep the status
quo
@aaronfriedman
ALGORITHIM UPDATES
86 Changes in June & July

@aaronfriedman

65 Changes in August & September
ALGORITHIM UPDATES
PANDA

Making a tweak to Panda just
mere weeks before it went live

@aaronfriedman

PENGUIN

This is a ...
NOT PROVIDED APOCALYPSE
[NOT PROVIDED] REAKED
HAVOK ON OUR
INDUSTRY
Caused us to re-think how
we do reporting.

(Remember ...
AND AGGRESSIVE ATTACKS FROM WEBSPAM
(

@aaronfriedman

)
YOU KNOW WHAT
ABOUT KEYWORD DATA?
GOOGLE TOOK IT AWAY
Image sorce? http://mentalfloss.com/article/33497/8-government-consp...
GOOGLE WAS
TIRED OF PEOPLE
CREATING
CRAP CONTENT
BECAUSE THE
KEYWORDS SAID
TO
Image Source: http://blog.dlvr.it/wp-content...
(INCREDIBLE)

CONTENT IS ONLY
KING WHEN
PEOPLE RESPECT
IT…
CONTENT NEEDS
TO BE
OUTSTANDING

@aaronfriedman

CONTENT
IS
KIN...
150 BLOG POSTS IN 50 DAYS
CRAZY PANTS!
- 800% Increase in
inbound leads
- 69% Increase in Organic
Traffic
- Signed more ne...
! WE CAN DO THAT TOO
After all, I had been pushing
content is king.
• We Chose a client
• We started the journey

• And we...
BUT JUST CONTENT ALONE CAN BE FLAT

Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-...
WE NEED THE

STUFF

Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/

@aaronfriedman
And
@aaronfriedman

IS
DON’T JUST

AND

Where you share it is
important

Sharing what your audience
wants is crucial

@aaronfriedman
This is Where

WIN
This is the analysis
part

This is the marketing
part
Finding the balance between
what users are lookin...
THAT’S HOW WE
NEED TO BE
THINKING

@aaronfriedman
WHAT KIND OF CONTENT
DO PEOPLE WANT?

@aaronfriedman
FUN (THIS  www.flatvsrealism.com)

@aaronfriedman
TIMELINESS
MATTERS
@aaronfriedman
MOVEMBER IN NOVEMBER
We changed the logo and
started talking with Waze
and Cheetos

@aaronfriedman
ADD VALUE TO THE COMMUNITY
Creating Things People Can
Use!
•
•
•
•

5858 Visits
8550 pageviews
Avg time on page 4:18
~1000...
TELL

STORIES
Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/

@aaronfriedman
SHARE-WORTHY STORIES
@aaronfriedman
MAKE A BLOG SERIES
Milas Day Dreams

• Write a blog series
• Use images to tell
stories

@aaronfriedman
AFTER ALL, PICTURES ARE WORTH 1000 WORDS
Source: http://kristinandkayla.blogspot.co.il/

@aaronfriedman
VIDEOS WORK TOO
West Jet: Real Time Giving

http://www.youtube.com/watch?v=zIEIvi2MuEk
@aaronfriedman

Nike: Make it Count...
AND DON’T FORGET CROWDSOURCING
Learn from Man At Arms
Making legendary weapons,
one request at a time

@aaronfriedman
BUT WHERE DO
Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2...
FOR STARTERS,
DON’T RE-INVENT THE
WHEEL
(unless you are MIT)

JUST RE-PURPOSE IT

@aaronfriedman
RE-PURPOSE LONG BORING IDEAS
Do a site search at Data.Gov
to find:
• long
• boring
• information
Write-ups that you can
sy...
OR CONSOLIDATE FROM
Infographic consolidating
data from multiple sources
• Links
• 1420 unique visits
•

@aaronfriedman

M...
AND BRAINSTORM
WITH YOUR TEAM
…. IT’S FUN
…. & Beer
Makes
It REALLY
FUN

@aaronfriedman
A FEW
YOU CAN USE
TO HELP WITH

@aaronfriedman
BRAINSTORM GENERATOR
A great place to spark ideas:
• Fill out the questionnaire
• Click
• Get a bajillion ideas
•

(some m...
SEO GADGET CONTENT IDEA GENERATOR
Create Content people are
looking for with this ‘SEO
Gadget Tool’
Sources are from all o...
Quora Scraper
Answer Questions People
Want Answered with this Quora
Scraper.
What conversations are
happening around your:...
UBERSUGGEST: AUTO COMPLETE
Use Search Engine Data
Find out what queries show
up in auto-complete.
Get content ideas based ...
USE SOCIAL DATA TO FIND
TRENDING TOPICS
Twitter, Facebook
Google+… all amazing
sources…
I am going to let Merry talk
more ...
TO SUM UP
• Valuable Content
is King
• Share Content
Users Want
• And get your
creative juices
flowing
@aaronfriedman
AARON FRIEDMAN
Director of SEO at

@aaronfriedman
www.digitalhighrise.com

aaron@kahenadigital.com

@aaronfriedman
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SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies

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This is the presentation I gave at SMX 2014 about developing content strategies for your brand and your clients.

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Transcript of "SMX Israel 2014 - Aaron Friedman - Kahena Digital Marketing - Big Content Strategies"

  1. 1. BIG CONTENT STRATEGIES By: Aaron Friedman SMX ISRAEL 2014 @aaronfriedman
  2. 2. @aaronfriedman
  3. 3. @aaronfriedman
  4. 4. LET’S TALK ABOUT @aaronfriedman
  5. 5. LET’S BUILD A @aaronfriedman CONTENT STRATEGY
  6. 6. LET’S @aaronfriedman ABOUT
  7. 7. “Others have seen and asked Image Source: http://i.huffpost.com/gen/831576/thumbs/s-PABLO-PICASSO-large640.jpg?4 @aaronfriedman …
  8. 8. … I have seen Image Source: http://www.caribousmom.com/wordpress/wp-content/uploads/guernicamural.jpg @aaronfriedman and asked .” -Pablo Picasso
  9. 9. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman That head pops up in all sorts of random pictures!
  10. 10. I HAVE DONE SEO FOR SOME @aaronfriedman COMPANIES
  11. 11. RANKING IN GOOGLE IS A FUNNY THING @aaronfriedman
  12. 12. RANKING IN GOOGLE and ridiculous IS A FUNNY^THING @aaronfriedman
  13. 13. HERE WE ARE PREACHING CONTENT IS KING Image Source: http://www.desktopedia.com/images/wallpapers/Camera%20Filter%20Love%20Heart%20on%20Book-251774.jpeg @aaronfriedman
  14. 14. BTW, he didn’t really say that… knowing is not enough, we must apply… willing is not enough, we must do -Bruce Lee- BUT WE AREN’T WILLING TO MAKE CONTENT @aaronfriedman
  15. 15. WE ARE STILL FOCUSING ON THE WE ARE STILL FOCUSING ON THE WRONG THINGS Guest Blogging (FYI: You better stop this soon) Keywords and volume STAHP targeting irrelevant keywords because they have volume. @aaronfriedman THINGS
  16. 16. WAIT… WTF WAS THAT? @aaronfriedman
  17. 17. @aaronfriedman
  18. 18. SHAKING S#*T UP Recent Changes from Google have made it impossible to keep the status quo @aaronfriedman
  19. 19. ALGORITHIM UPDATES 86 Changes in June & July @aaronfriedman 65 Changes in August & September
  20. 20. ALGORITHIM UPDATES PANDA Making a tweak to Panda just mere weeks before it went live @aaronfriedman PENGUIN This is a real Google engineer consulting staff before the launch
  21. 21. NOT PROVIDED APOCALYPSE [NOT PROVIDED] REAKED HAVOK ON OUR INDUSTRY Caused us to re-think how we do reporting. (Remember when we used to be able to report on keywords)?? Image Source: http://searchengineland.com/post-prism-google-secure-searches-172487 @aaronfriedman
  22. 22. AND AGGRESSIVE ATTACKS FROM WEBSPAM ( @aaronfriedman )
  23. 23. YOU KNOW WHAT ABOUT KEYWORD DATA? GOOGLE TOOK IT AWAY Image sorce? http://mentalfloss.com/article/33497/8-government-conspiracy-theories-and-how-they-could-be-right @aaronfriedman
  24. 24. GOOGLE WAS TIRED OF PEOPLE CREATING CRAP CONTENT BECAUSE THE KEYWORDS SAID TO Image Source: http://blog.dlvr.it/wp-content/uploads/2012/03/1-content-is-king.jpg @aaronfriedman CONTENT IS KING
  25. 25. (INCREDIBLE) CONTENT IS ONLY KING WHEN PEOPLE RESPECT IT… CONTENT NEEDS TO BE OUTSTANDING @aaronfriedman CONTENT IS KING
  26. 26. 150 BLOG POSTS IN 50 DAYS CRAZY PANTS! - 800% Increase in inbound leads - 69% Increase in Organic Traffic - Signed more new customers than in any other 3 month period in company history @aaronfriedman
  27. 27. ! WE CAN DO THAT TOO After all, I had been pushing content is king. • We Chose a client • We started the journey • And we had some successes… @aaronfriedman
  28. 28. BUT JUST CONTENT ALONE CAN BE FLAT Image Source: http://firewhenreadypottery.com/wp-content/uploads/2012/04/4.26.12-Flat-Stanley-10.jpg @aaronfriedman
  29. 29. WE NEED THE STUFF Image Source: http://white.net/noise/23-reasons-to-improve-your-content-in-2013/ @aaronfriedman
  30. 30. And @aaronfriedman IS
  31. 31. DON’T JUST AND Where you share it is important Sharing what your audience wants is crucial @aaronfriedman
  32. 32. This is Where WIN This is the analysis part This is the marketing part Finding the balance between what users are looking for and what the page actually delivers. This is where content comes from. WHAT USER IS LOOKING FOR WHAT THE PAGE DELIVERS This part is f#*kin golden Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday @aaronfriedman
  33. 33. THAT’S HOW WE NEED TO BE THINKING @aaronfriedman
  34. 34. WHAT KIND OF CONTENT DO PEOPLE WANT? @aaronfriedman
  35. 35. FUN (THIS  www.flatvsrealism.com) @aaronfriedman
  36. 36. TIMELINESS MATTERS @aaronfriedman
  37. 37. MOVEMBER IN NOVEMBER We changed the logo and started talking with Waze and Cheetos @aaronfriedman
  38. 38. ADD VALUE TO THE COMMUNITY Creating Things People Can Use! • • • • 5858 Visits 8550 pageviews Avg time on page 4:18 ~1000 Downloads @aaronfriedman
  39. 39. TELL STORIES Image Source: http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/ @aaronfriedman
  40. 40. SHARE-WORTHY STORIES @aaronfriedman
  41. 41. MAKE A BLOG SERIES Milas Day Dreams • Write a blog series • Use images to tell stories @aaronfriedman
  42. 42. AFTER ALL, PICTURES ARE WORTH 1000 WORDS Source: http://kristinandkayla.blogspot.co.il/ @aaronfriedman
  43. 43. VIDEOS WORK TOO West Jet: Real Time Giving http://www.youtube.com/watch?v=zIEIvi2MuEk @aaronfriedman Nike: Make it Count – Casey Neistat http://www.youtube.com/watch?v=WxfZkMm3wcg
  44. 44. AND DON’T FORGET CROWDSOURCING Learn from Man At Arms Making legendary weapons, one request at a time @aaronfriedman
  45. 45. BUT WHERE DO Image Source: http://i2.wp.com/www.matteoduo.com/wp-content/uploads/2013/11/Newsletter-ideas.jpg?resize=740%2C481 @aaronfriedman COME FROM??
  46. 46. FOR STARTERS, DON’T RE-INVENT THE WHEEL (unless you are MIT) JUST RE-PURPOSE IT @aaronfriedman
  47. 47. RE-PURPOSE LONG BORING IDEAS Do a site search at Data.Gov to find: • long • boring • information Write-ups that you can synthesize into something more digestible and exciting. @aaronfriedman
  48. 48. OR CONSOLIDATE FROM Infographic consolidating data from multiple sources • Links • 1420 unique visits • @aaronfriedman More than half referral traffic SOURCES
  49. 49. AND BRAINSTORM WITH YOUR TEAM …. IT’S FUN …. & Beer Makes It REALLY FUN @aaronfriedman
  50. 50. A FEW YOU CAN USE TO HELP WITH @aaronfriedman
  51. 51. BRAINSTORM GENERATOR A great place to spark ideas: • Fill out the questionnaire • Click • Get a bajillion ideas • (some might be about poop, but they are related) http://www.contentideagenerator.com/ @aaronfriedman
  52. 52. SEO GADGET CONTENT IDEA GENERATOR Create Content people are looking for with this ‘SEO Gadget Tool’ Sources are from all over the web! Spreadsheet http://bit.ly/1icXHVa @aaronfriedman
  53. 53. Quora Scraper Answer Questions People Want Answered with this Quora Scraper. What conversations are happening around your: • product • service • industry http://bit.ly/1e4si09 Created by John Doherty http://www.johnfdoherty.com/tool-quora-rss-importer/ @aaronfriedman
  54. 54. UBERSUGGEST: AUTO COMPLETE Use Search Engine Data Find out what queries show up in auto-complete. Get content ideas based on queries that Google recognizes as additional variations. @aaronfriedman “Don’t Hit Enter”
  55. 55. USE SOCIAL DATA TO FIND TRENDING TOPICS Twitter, Facebook Google+… all amazing sources… I am going to let Merry talk more about that  @aaronfriedman
  56. 56. TO SUM UP • Valuable Content is King • Share Content Users Want • And get your creative juices flowing @aaronfriedman
  57. 57. AARON FRIEDMAN Director of SEO at @aaronfriedman www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman
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